The current trend of ‘catwalk to store’ in Western countries has new ranges of clothing in retail stores in a very short time after they have been first presented at major fashion shows. Many of these clothes are manufactured in developing countries like Bangladesh, India and China. The required speed for delivery of the products has resulted in great pressure on the workers and infrastructure in which they labour.
In light of the recent factory fire in Bangladesh where more than 1200 people lost their lives perhaps it is time that Western designers, manufacturers, retailers and consumers reconsidered their role in this supply line. Many consumers are now wanting to know how, where and by whom their clothes are made. They are demanding transparency and traceability about the development of each product that they buy.
Ask about the story behind your purchases.
When we are producing our range of clothing in India we work closely with the skilled artisans and tailors who create our collections. We hope that by including their voice in our story we can develop an empathy and connectivity between them and the customer who buys our product.